• Nancy

How to Stay Relevant in a Competitive Digital World

Engage. Connect. Spread Your Message. Marketing, especially in the digital realm, is ever-changing but analytics guide us in determining what is most effective for your type of industry, marketplace and business. If you are selling a professional service, for instance, foodies or fashionistas might not be your target market. If you are a Doctor, positioning yourself as an industry leader by highlighting your continued education, specialty or speaking engagements can help to show off what sets you apart from your competition. Remember - your followers are following your social media profiles to identify things about you they can't necessarily find on your website or through a simple Google search. These days, "Behind The Scenes" footage is what garners the most attention and encourages engagement. Don't forget to encourage your followers to like, comment and share posts that they are most interested in. RePosts are a fundamental part of expanding your reach!

Creating an effective digital strategy begins with understanding what your goals are, why you are doing what you do, and how you want to influence others through your marketing. You can’t get to your final destination without a roadmap! Content Calendars and Posting Schedules should be designed to tell a story that goes beyond, "this is what we offer"... People buy from people they LIKE especially when they feel they have built a relationship with you, online! Comments that have not been liked or responded to and ignoring messages in your inbox are surefire ways to discourage people from interacting with you. Think of these steps as a part of your reputation management. Would you want to do business with someone who made you feel insignificant or who's marketing didn't paint a picture you could understand. Be clear in your messaging and concise in your response to questions/comments/concerns. All of this plays a significant role in your relationship building, online.

Remember that less is more when it comes to utilizing too many social channels. Are you already on Facebook, Twitter, Instagram, Pinterest AND Snapchat? If that is the case, it's time to analyze how well you are keeping all those profiles engaged and updated... if you're not able to, it may be time to cut back to what is most effective for your brand. Dormant accounts make it look like you are out of touch with what's happening in your industry. Keep in mind that you will not necessarily be able to convert on every platform. No matter what your focus is, it's vital that you engage with your target market on the platforms that they utilize the most. The 80 20 rule is one of the most helpful concepts for time management. Also known as the Pareto Principle, this rule suggests that 20 percent of your activities will account for 80 percent of your results. For example: Posting everyday on Pinterest does nothing for you if the customers you're looking for don't use that platform and are primarily on Facebook and Instagram... your time and energy would be better spent and yield better results if you spent that energy meeting them where they are!

It's supremely important that you initiate the conversations your clients want to have, online, and respond to their inquiries. Are you finding ways to peek people's interest on a variety of subjects? It's much easier to ensure you do so if you're adhering to a posting schedule designed to do so! "On the fly" just doesn't fly when it comes to strategy. Are your page settings and ad targets optimized to their full potential? Targeting and visibility are the biggest factors in the performance of your social media advertising. Stories are what drive the world... if your settings/targeting are inhibiting your story from getting out there, it's time for a digital facelift!

Stay Tuned for More Helpful Hints!

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